We project managed the Wicked : For Good Westfield experience end-to-end, from originating the initial concept in March through to live delivery and operations across November, December, and January. This included developing the creative idea into a fully scoped, deliverable live experience and leading it through planning, approvals, and execution within a complex retail and brand environment.
I managed the full build process, overseeing production timelines, technical specifications, contractor coordination, and on-site installation to ensure the experience was delivered safely, on schedule, and to brand standards. This involved close collaboration with designers, fabricators, and Westfield teams, as well as managing budgets, risk assessments, and compliance requirements.
Alongside the core experience, I led the delivery of multiple brand activations and partnerships, working with Magnum, Butterkist, and Lush to integrate their brands seamlessly into the event. This included aligning creative concepts with each partner’s objectives, managing approvals, coordinating logistics and staffing, and ensuring each activation enhanced the overall visitor journey while maintaining the integrity of the Wicked brand.
I also oversaw event amplification, coordinating promotional moments, content capture, and in-centre marketing activity to drive footfall and engagement throughout the multi-month run. During the live period, I managed day-to-day operations, on-site teams, and issue resolution, ensuring consistent quality, smooth delivery, and a strong consumer experience across all touchpoints.
